Curran Danduran says she founded the company because she saw an unmet need for the guy’s guy looking for personal care products.

“You see the cover of Men’s Health, Men’s Journal. Men are seeing a lot of the ideal of how a man should look and there’s a lot more pressure to have a great body, to have great skin, to take care of his hair,” says Danduran.

Sephora at Northpark Mall in Dallas even has a whole section devoted to men’s products.

“Usually they come on their own and they’re a little sheepish when asking questions or they’re ‘I’m looking for this’ but they’re really like ‘I need this to help out my skin cuz i don’t know what to use,’” says Masimo Gonzales, Sephora beauty advisor.

In Dallas, you’re more likely to find guys scoping out the beauty aisle than anywhere else in texas. At least, according to makeup artist Jeff Roose.